大学校园超市发展战略分析+SWOT分析

Abstract Strategy is an important issue in

enterprise management. Strategic decision-making can

make the enterprise proactively shape the future. It

enables enterprises to be creative and to lead the trend

rather than taking a passive response to environmental

change. Under the increasingly fierce competition, the

enterprises could control their own destiny by it.

As a market segment of retailing industry,

education supermarket is a retailing supermarket

providing various convenient consumer goods for

teachers and students at school. In recent years, many

private and inpidual shops emerge around many

universities and with the popularity of shopping online,

it is difficult for education supermarkets to achieve

good economic benefits by original monopoly position

and resources. On this condition, the development

strategy becomes the key factor in survival and

development of education supermarket.

With SWOT analysis in strategic management as the

research basis, this research takes supermarket in

Jiangsu Normal University as an example to do SWOT

analysis. By matching the internal factors (advantages

and disadvantages) and external factors (opportunities

and threats), four strategies of SO, WO, ST, and WT

obtained can be applied to education supermarkets in

Jiangsu Normal University and give advice to

supermarket development.29610

Key words: Education Supermarket SWOT The

Development Strategy

摘 要战略是企业管理中的重要问题，战略决策可以使

企业更主动地，而不是被动的塑造自己的未来。它使企业勇

于创新、领导潮流。在日益激烈的竞争中，使企业掌握自己

的命运。

校园超市，作为零售业的一个细分市场，主要是以面向

学校师生提供各种便利的消费品为经营内容,近年来，很多

私营商店涌入高校市场以及互联网购物的流行，教育超市已

经很难利用其垄断地位来安逸获得利润，发展战略成为关系

高校超市生存与发展的关键因素。

本文通过对超市相关理论的研究，选择战略管理中的

SWOT分析法作为研究的基础，以江苏师范大学教育超市为

例，对其进行SWOT分析，并将内部因素（优势和劣势）和

外部因素（机会和威胁）进行匹配，得出SO、WO、ST、WT

四种战略，为江苏师范大学教育超市的战略选择提供依据，

并对其发展提出建议。

毕业论文关键词：教育超市 SWOT 发展战略

Contents

Abstract .i

摘 要 ii

Contents iii

Chapter One Introduction.1

Chapter Two Literature Review3

2.1 The Overview of Development Strategy.3

2.2 Research Overview of Education Supermarkets.4

Chapter Three Theoretical Frame.6

3.1 Introduction to SWOT Analysis.6

3.2 The Matrix of SWOT Analysis.6

Chapter Four SWOT Analysis of education

Supermarket 6

4.1Analysis of education Supermarket with the

SWOT method.9

4.1.1 Internal Strengths.9

4.1.2 Internal Weaknesses10

4.1.3 External Opportunities11

4.1.4 External Threats.12

4.2 Development strategiesof education

supermarket12

4.2.1 SO Strategy12

4.2.2 WO Strategy.13

4.2.3 WT Strategy14

4.2.4 ST Strategy16

4.3 Matrix of the above SWOT Analysis16

Chapter Five Conclusion 18

References 19

An Analysis of the Development Strategy of the

Education Supermarket in University

Chapter One Introduction

Compared with fierce competition between social

enterprises, the education supermarket has specific

and stable consumption group in many universities,

where are only one or two supermarkets. The monopoly

position of campus market not only achieves good

economic benefits, but also provides great convenience

for the students. In recent years, many inpidual shops

emerge in many universities with the development of

economy. In addition, the popularity of online shopping

also brings large impact on campus markets because more

and more students tend to choose online shopping.

Obviously, it is difficult for education supermarkets

to realize good economic benefits by original monopoly

position and resources. On this condition, the

development strategy becomes the key factor in survival

and development of education supermarkets. :

With SWOT analysis in strategic management as

research basis, this research takes supermarket in

Jiangsu Normal University as an example to do SWOT

analysis. By matching internal factors (advantages and

disadvantages) and external factors (opportunities and

threats), four strategies of SO, WO, ST, and WT are

obtained to provide evidence for strategy selection of

education supermarkets in Jiangsu Normal University

and give advice to supermarket development.

Through the research of Jiangsu Education

Supermarket strategies in JSNU, the thesis tries to

find out the strengths, weaknesses, opportunities and

threats. Then the thesis will match the four factors

to achieve effective strategies of education

supermarket development in JSNU. At the same time,

results of this thesis can be used for reference by

other universities.

The thesis is pided into five chapters. Chapter

one is the introduction which proposes objective and

research significance according to the reality.

Chapter two introduces research status of development

strategy firstly, and then describes research status

of education supermarket. Chapter three introduces the

theory of SWOT and the matrix of SWOT Analysis . Chapter

four analyzes the status of the education supermarket

based on SWOT analysis, applies matrix of SWOT Analysis

to select strategies for the education supermarkets in

Jiangsu Normal University and gives some suggestions.

Chapter five draws conclusions and makes forecast to

conclude the whole thesis and point out the

deficiencies of the research.

Chapter Two Literature Review

2.1 An Overview of Development Strategy

Professor Andrews thinks that the strategic

architecture can be pided into two parts: formulation

and implementation. He also thinks that enterprise

strategy is composed of four elements that are, market

opportunity, company strength, inpidual values and

desire, and social responsibility.

The mainstream theory of enterprise strategy in

1980s was competition strategic theories proposed by

Michael Porter who was an outstanding representative

of strategic management theorist in 1980s. He mixed

industrial organizational theory with enterprise

competition strategy, organically united strategy

formulation and strategy implementation, and stressed

the formulation of strategic decisions by analyzing

basic industrial environment.

In China research on development strategy began

from 1980s, and has obtained some achievements in

strategic management study at present. The major

domestic achievements are as follow.